Generative Engine Optimization: Marketing Hype or Core Strategy? 

Should brands optimize for AI-generated results, or do existing SEO best practices remain a priority?

Should brands optimize for AI-generated results, or do existing SEO best practices remain a priority?

A long-time client recently had some great questions for our SEO team about Generative Engine Optimization (GEO).

They were unsure of whether GEO is just another marketing buzzword. Is it something they should take seriously as part of their overall SEO strategy?

We appreciate our clients reaching out for our expertise on these types of questions. Naturally, we thought readers of our blog might find these insights into our SEO services valuable, as well.

What is generative engine optimization?

Generative Engine Optimization is a modern approach to enhancing content specifically for AI-driven search engines. Sometimes called “generative SEO” or “GEO SEO,” GEO accounts for how these engines combine data to generate a response.

GEO focuses on creating content that naturally and effectively addresses user questions. Through GEO, businesses can improve content relevance and user engagement, staying competitive in a progressively AI-dominated search landscape.

What’s the difference between SEO and GEO?

Some may consider SEO and GEO to be quite different. GEO emphasizes content while some people insist SEO fixates on keywords and backlinks.

Our approach to SEO is generally more holistic.

At Gen3 Marketing, our SEO strategies prioritize users, also valuing high-quality content written for real people. While rankings and keywords matter, we achieve our clients’ goals through mindfully prioritized on- and off-page optimizations.

Our strategy typically blends technical improvements, content creation, and UX enhancements to attract visitors and keep their experience great.

In short, we think a good GEO strategy should either complement or refine the priorities of contemporary SEO practices. It ensures content remains accessible and aligned with evolving search trends, which is something we should be doing anyway.

What matters when developing a GEO strategy?

I recently read this fascinating post on LinkedIn. It cites a November 2023 academic study indicating which factors correlated best with likelihood of influencing AI’s response.

The factors studied included things like unique words, keyword stuffing (known to be spammy), and the inclusion of citations, quotations, and statistics.

The article goes on to state (emphasis mine):

“It turned out that simple methods like keyword stuffing didn’t work well, but adding stats and quotations showed a significant performance improvement.”

It further summarizes the top-performing optimizations for the GEO efforts as including:

• The addition of quotations, statistics, and cited sources.
• Fluency optimization, which is important for readability and trust.
• The use of technical terms relevant to the topic.
• Authority, which we already know, plays into E-E-A-T. This is something we’ve leveraged successfully for clients in the past. (Check out our E-E-A-T case study.)

Not surprisingly, all the above isn’t much different from our standard approach to SEO-friendly content. There’s very little deviation – if any – from what we do for our clients currently.

Leveraging AI-powered tools to enhance marketing strategies, balancing technical SEO with generative content optimization for AI-driven search engines.

How would we approach an SEO strategy that includes for GEO?

We compared the study’s factors to our current SEO methods and found many similarities in our existing approach.

1. We’re always seeking to use natural, varied language targeting relevant keywords.
2. We avoid keyword stuffing and spammy content practices.
3. We create a simple, streamlined experience for users, even accounting for readability in copy.
4. We strive to build brand authority on relevant topics in both off- and on-site media.
5. We use relevant industry language and clarify that language based on the audience’s needs.
6. We work to make it easier for customers to understand website content and branding.
7. We always seek to improve site interactivity and clear, accessible visual elements.
8. We cite trusted, non-competitor sources in on-site copy when it makes sense to do so.
9. We use expert quotes and citations when it makes for better blog posts and articles.
10. We leverage statistics with this same mindset.

The objective is stronger, more helpful content wherever possible. Websites should be easy to use, and any written copy should be worth the user’s time, should they choose to read it.

These align with general SEO and content best practices, and we already have them top of mind in all we do.

What other actions improve visibility in AI-generated results or Google SGE?

Beyond these items, we work to include valid structured data throughout the site. This can help search engines like Google better understand your brand and website.

This includes Organization, Reviews, and Product structured data, but there’s more opportunity beyond those types (FAQ, etc.).

We also support accessibility best practices from an SEO standpoint. Also benefitting users, an accessible website can help search engines interpret your site and content. Similarly, we work to improve implementation of semantic markup (i.e., H tags and other HTML semantic elements).

It’s SEO, after all. With hundreds of factors to consider, the list goes on!

Are there other considerations for brands concerned about GEO and generative AI?

One thing we found is that organizations lacking brand-specific info on their site may find third parties ranking in AI-generated results for certain search queries.

In response, we’ve been working with our clients on this. We want to ensure they speak about themselves and address relevant customer questions directly in their web content.

Is GEO replacing SEO?

It’s unlikely, at least right now. The technology is very new and it’s still evolving. Instead, we expect it to be one more consideration for ongoing SEO efforts. We see it as similar to Google’s Knowledge Graph and other SERP (search engine results page) features.

That said, we’ve found that GEO only requires us to shift priorities slightly, if at all, should it be a focus. It doesn’t change our core approach to SEO. Likewise, it doesn’t change much in the way of the opportunities we’ll prioritize.

If a client wants GEO as a cornerstone to their optimization strategy, we’re ready to move forward. We’ve seen substantial success with high-quality content. Pushing that as a cornerstone of any SEO strategy tends to yield exceptional results. In short, it’s a win-win.

For the best results, focus on people.

As far as we can see, human users continue to be the focus. We typically find optimizations that benefit human users also benefit presence in organic results – AI-generated or otherwise. White hat SEO practices are still critical, especially as search evolves.

In short, we want to continue creating content for people. Optimizing content for AI can be an afterthought, as quality human-focused content is what AI wants in the first place.

Interested in partnering with an agency who can help you navigate emerging technologies in organic search results? We’re a full-service SEO agency who can help prioritize your marketing efforts around the most important factors affecting organic performance.

Contact us today to learn more.

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